“The Original”
Levi Strauss Denim Jeans
Jie Zhao - Evan Gross
BA 390
• Levi Strauss issued patent on 20 May,
1873
• San Francisco, CA
• Popular with working class in the West.
• World War II - essential commodity
• 50’s-70’s embraced by youth
subcultures
• Monopolized Denim
Market for over 100
years.
• More Competitors
• Bad Publicity
• Missed Specialized
Jeans Trend
1974
1996
2006
2007
2008
2009
2010
Mission Statement
The Mission of Levi Strauss & Co. is to sustain responsible commercial
success as a global marketing company of branded apparel.
We must balance goals of superior profitability and return on investment,
leadership market positions, and superior products and service. We will
conduct our business ethically and demonstrate leadership in satisfying our
responsibilities to our communities and to society. Our work environment will
be safe and productive and characterized by fair treatment, teamwork, open
communications, personal accountability and opportunities for growth and
development.
Differentiation in the US
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“Levi Strauss Signature”
Wal-Mart Specific
Compatibility with brand image
Wal-Mart cutting clothing sales;
Levi’s shifting to Target
Current
US Market Position
Market Segments Encircled
Current
Target Market
• Youth 18-30
• Quality at an
affordable price.
• Concerned with
Sustainability.
Recent Marketing Strategies
• 70 Levi’s outlet stores opened in
2009
• 28 additional stores in 2010.
• Premium Brand Levi Stores in
London, New York, Boston, and
Malibu.
• Different attitudes
• Average 100
dollars
• L.V.C. could cost
250 dollars
Price
position
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were born between 1980 to 1989
about 240 million people
economic growth
multiculture
Comfortable with technology
……
http://www.tudou.com/programs/view/3SaFL5hzIgo
From: CNCIC, 21-Jan-2011
Product
•Good quality
•Variety and innovative
Differentiated marketing strategy:
• Launched in Aug 2011
• Aimed at China
• Price is around 50 dollars
http://www.denizen.com/zh-cn/Spring_Summer_2011
Future Marketing Outlook
• CEO Charles Bergh hired June 2011.
– Former CEO of Proctor and Gamble
• Global Marketing Expertise
– Rebecca Van Dyck hired March 2, 2011
•
(iPhone, iPad, iPod+iTunes)(Just Do It)
– “Fully integrated marketing strategies… [worldwide]”
• Global Message
– “Go Forth” will be used in 24 countries worldwide
– Cost Reduction, Recognition
• Global Fit
– Retooling of facilities for the same fit worldwide.
• Use of Walt Whitman
• Revolutionary Flavor
• Industrious
• “Original”
http://www.youtube.com/watch?v=HG8tqEUTlvs
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http://www.fastcompany.com/magazine/64/smartcompany.html
http://www.tudou.com/programs/view/3SaFL5hzIgo
http://q.chinasspp.com/n73046-2.html
“Levi’s Marketers Hope One Size Fits All,”
http://www.sclohocollectivewisdom.com/2008/07/levis-new-marketing-strategy.html,
July 18 2008
“Levi’s Brand Appoints Global Chief Marketing Officer,”
http://www.prnewswire.com/news-releases/levis-brand-appoints-global-chiefmarketing-officer-117265383.html, March 2, 2011
“New Levi’s marketing chief Rebecca Van Dyck sends W+K’s ‘go forth’ campaign
global,” http://www.moreaboutadvertising.com/2011/07/new-levis-marketing-chiefrebecca-van-dyck-sends-wks-go-forth-campaign-global/, July 11, 2011
“Levi Strauss & Co.,” http://en.wikipedia.org/wiki/Levi_Strauss_%26_Co.
“2007-2010 Annual Reports, Levi Strauss,”
http://www.levistrauss.com/investors/annual-reports